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Benefits of Advertising in Newspapers
Mass
media reach
– Target market penetration, target specific lifestyle
segments, demographics, and geographic locations with wide
reach.
Immediate results
– Fastest print vehicle, quick turn-around time, classified
ads can often go in next day or within the same week.
Inexpensive
– Reach a large group of people for the lowest cost.
Permanence
– Readers can clip ads and refer back to them later.
Repeated exposure
– 50% of professional adults read a newspaper daily,
offering consistent exposure to your advertisement.
The
Secret to Successful Newspaper Advertising
The
secret to effective newspaper advertising is to create a
profile of your target audience, locate exactly where you
can reach this audience, then advertise in specific
newspapers in that area.
Creating a Profile of Your Target Audience
Lifestyle
– Interests, hobbies, profession.
Demographic
– Income, net worth, home value, gender, age.
Geographic
– Neighborhood, zip code, city, state, country.
How
to Select the Right Newspaper
Avoid
going for the big response right away
– smaller targeted papers are better papers with broad reach
and large circulation in the beginning.
Do
your research
– Request a copy of the newspaper to review it’s editorial
content and classified section prior to advertising.
Avoid
wasted circulation
– Pay close attention to the circulation number of the paper
and how it relates to the area population.
Avoid
free papers
– Free papers attract a lower quality audience, inconsistent
readership, newspapers with a paid circulation are best.
Budget for longevity
– Look for an advertising rate that you can afford to run
your ad for at least 6 weeks consecutively, advertise on
prime days only at first Wednesday and Sunday issues.
How
to Successfully Use Classified Ads Effectively
Create curiosity
– Never sell your product in your ad, design your ad with
the intention of generating qualified inquiries.
“Sell” the free info
– Always mention free information, a free package, or a free
report in your classified ad.
Use
your website
– Provide a link to your website in your ad, be sure to
promote the opt-in offer for your lead capture.
Get
your ad in the top of the listings
– Write your add to get listed at the top of the classified
listings – alphabetically.
Differentiate yourself
– look at what everyone else is doing/writing – do something
different, stand out from the crowd.
Use
special text formatting
– frame your ad in a box, use bold headlines, asterisks,
dashes, underlines [Avoid Caps and Excessive Punctuation].
Select a straight shot category
– Place your ad in the most appropriate category to what
you’re offering.
Ways
to Save Money with Newspaper Ads
Use
print classified vs. display ads
– More effect for lead generation.
Test
your ad first, commit to longer runs after you experience
success, negotiate a discounted rate for longer advertising
terms.
Place
your test ads close to deadline
– Negotiate better rates.
Ruthlessly edit your ad
– Use only powerful words and eliminate unnecessary
language, keep it short and action driven.
A
Formula for Newspaper Advertising
Use your
best performing ads from your online advertising campaigns.
Test
your ad first
– negotiate for the least expensive trial run with new
newspapers, even if it’s just for 1 day [Wednesday and
Sunday] – or 1 week if it’s less expensive.
Duplicate your successful ads
– Find similar papers, in similar markets, reaching a
similar audience and duplicate your results.
Increase your exposure in prime newspapers
– If an ad produces great results in a paper with large
classifieds, run the ad twice in the same classified section
with different headlines and website URLs.
Don’t
focus on the per lead cost with print advertising
– measure your results/success in sales and profits not
leads.
Business Trade Journals – An Overlooked Resource
Business
trade journals reach a highly qualified professional
audience, focused on business and improving their skills.
Reach entrepreneurs, sales professionals, investors, any
audience in an industry trade journal or association
website. Reach entrepreneurs in magazines such as
Entrepreneur, Fast Company, Inc. , Fortune, Forbes, Business
Week.
Getting Your Ad Published
Provide
a company name and address to the newspaper sales rep. Talk
about your interest in “long term” advertising rates. Don’t
mention anything about home business, network marketing,
direct sales, or MLM in your ad copy or website URL.
If the
sales rep is hesitant, ask what company information is
required and make arrangements to get her the info via fax.
Avoid
anything that sounds like a “get rich quick scheme” in your
advertising – avoid too much talk about money, wealth, if
you do mention money be specific [$250K Yearly].
How
To Never Pay Retail For Newspaper & Magazine Advertising
Buying a
single ad in a SINGLE newspaper or magazine is an EXPENSIVE
way to advertise. What if you could buy “wholesale
advertising” in multiple papers and pay a deeply discounted
price for your advertising? Well you can.
I almost
always go through an ad broker. 99% of the time the
rates will be less than if you went to the source directly.
Hot Tip!
Look for newspaper and magazine deals that hit your target
market and that have some “shelf life”. USA Today has a
weekend edition that’s on the newsstands for 3 days instead
of just 1 day. Many other papers publish weekly instead of
daily. Look them over, then give it a go.
1.
American Classified
– 129 papers to 4 million homes. Call 270-683-5557 (Lee)
2.
Nationwide Advertising
- http://www.nationwideadvertising.com/
3.
Advertising Connection
– 100 million homes. Call 800-326-3468 (Pam)
4.
Wolfe Enterprises
(Home-based business magazines and USA Today). Call Randy at
321-449-1211. You can also visit their website at http://www.wolfenterprises.net/
SCAN
– Suburban Classified Advertising Network: http://www.wolfenterprises.net/scan.html
* 950 + suburban newspapers
* Blanket the country with ONE phone call
* Great place to run a proven classified ad
Placing Ads in USA Today!
I almost
always place at least 1 classified ad in USA Today when I
launch a new Biz Op.
The ONLY
time I don’t do this is if I look in USA Today and see that
3 or more people are ALREADY marketing the same opportunity.
If I create or have access to a UNIQUE marketing message
THAT IS NOT being used in USA Today, even if there are
several others promoting the same opportunity, I will place
my ad.
There
are 5 BIG reasons I recommend advertising in USA Today.
REASON #1:
Advertising in USA Today gives you HUGE exposure.
It’s the #1 read newspaper in the USA, so it is seen by
MILLIONS of people.
REASON #2:
Another reason it’s so great is that the USA Today
Classified Ad Section is only included in the paper 2 times
a week: Friday and Wednesday.
This means you don’t have to spend tons of money to be in
the paper day after day just to reach your target market.
There’s also a BIG trick here you need to know. USA Today is
ONLY printed Monday-Friday! This means that if you place
your ad in the Friday paper, it’ll be sold FOR 3 DAYS!
Friday, Saturday, and Sunday! It’s like getting 3 days for
the price of 1 and the reason I HIGHLY recommend only
placing ads for this timeframe.
REASON #3:
Another HUGE benefit to advertising in USA Today’s
Classified Ads Section is that it’s 90% Business
Opportunities! This means that almost EVERYONE that reads
the USA Today Classifieds is LOOKING SPECIFICALLY for a Biz
Op!
I
look to the USA Today Classified Section FIRST when I’m
interested in seeing what other opportunities are being
offered “out there”.
This is great market research… And trust me, MANY other
EXTREMELY successful Biz Op marketers DO THIS TOO!
Because of this, advertising in USA Today GREATLY increases
your chances of bringing VERY experienced marketers into
your team.
REASON #4:
USA Today’s Classified Ad Section is ALSO seen ONLINE!
This
means that your USA Today Classified ad is not only seen in
the printed paper, but also on THEIR WEBSITE –
www.USAToday.com, which gets LOTS MORE people seeing your
ad!
PLUS, your
ad will be seen in the Classified Ads Section of their
website FOR SEVERAL WEEKS!
REASON #5:
The last great reason to test some ads in USA Today is that
once you find some ads that work well with it, you can take
those ads and now TEST them in OTHER newspapers.
I
recommend you TEST everything from large newspapers, like
your city newspaper, AND small newspapers, like your local
Penny-Saver or other free local papers. BUT DON’T LIMIT
YOURSELF to your local papers! You’ll want to expand your
reach more and more over time, and to do this you need to go
NATIONWIDE! This is the direction you want to be thinking!
A
standard weekend ad in USA Today costs less than $300 if you
use these guys:http://www.wolfenterprises.net/usatoday.html
-
Excellent resource for running a 4 line classified ad.
-
Use
Friday edition ONLY for best response.
-
Can
be very competitive so be aware of who’s running what.
Getting started with USA Today.
Another Cool Website
Click
here>>> http://www.vizads.com/
SCAN Networks (State Wide Classified Ad Networks)
The
key to this type of offline advertising as with anything
else is long-term consistency. Also keep in mind that the
more frequently you advertise with Wolfe Enterprises the
better the price. They’ll even design a display ad for you
if you need them to. I highly recommend their service.
The
right classified or display ad can swarm your website with
gobs of targeted traffic. But do your homework in advance.
Go to a Barnes and Noble, Borders, etc… and locate the
business opportunity section.
Pull
the Biz Op magazines off the shelf and quickly go through
each of them.
Take
note of the ads that ATTRACT you (instantly) as well as the
ads that are appearing in multiple magazines. These are
(more often than not) the same ads that are proven winners
for the person running them.
Now
you’ll know who your biggest competition is, what they’re
saying in their ads, and the offers they’re presenting to
their prospects.
Use
this knowledge to your (ethical) advantage!
One
last thing to keep in mind when doing magazine advertising
is that there’s a lag time of usually at least one month
from when you place your order until when your ads come out
in the magazines. For this reason it’s important to keep
this in mind when coordinating your other advertising.
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Below you’ll find a listing of the SCAN (Statewide
Classified Ad Networks) and other sources to
purchase offline and print advertising. You can
place ads across every newspaper throughout the
entire state if you like. Through the SCAN network
it’s fast and easy and you only make 1 payment.
Note: The prices below are accurate based on the
time of this listing, but may be different depending
on price increases.
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Alabama State Wide Classifieds
Have your ad run in print across the state of
Alabama.
$195 – 25 words or less. 850,000 Circulation.
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Nebraska Classified Ad Network
Have your ad run in print across the state of
Nebraska.
$195 for 960,000 readers. |
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Arizona State wide Classified Network
Have your ad run in print across the state of
Arizona.
$330 – 25 words or less in 90 newspapers totaling 2
Million readers.
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Nevada State wide Classified Network
Have your ad run in print across the state of
Nevada.
$149 for state wide advertising. |
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Arkansas State Wide Classified Network
Have your ad run in print across the state of
Arkansas.
Contact for pricing
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New England State Wide Classified Network
Have your ad run in 245 community newspapers to an
estimated 4.7 million readers.
$275.00 For Your 25 Word Ad |
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California State Wide Classified Network
Regional rates: Reach over 3 million Californians in
Northern or Southern California! Place a 25-word
classified ad in 100 newspapers for $350.
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New Jersey State Wide Classified Network
Have your ad run in 151 papers with an estimated
circulation of about 2.4 Million.
$399.00 For Your 25 Word Ad |
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Florida State Classified Ad Network
Have your ad run in print across the state of
Florida.
5 Million Readers – $475 for 1 ad.
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New Mexico State Wide Classified Network
Have your ad run in 29 papers with an estimated
circulation of about 240,000
$154.00 For Your 25 Word Ad |
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Georgia Press Classified Network
Have your ad run in print across the state of
Georgia.
130 different papers $300
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New York State wide Classified Network
Have your ad run in print across the state of North
Carolina.
$425 – reach over 3 million people |
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Idaho State Wide Classified Network
Have your ad run in print across the state of Idaho.
$150 – for 52 papers.
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North Carolina Classified Network
Have your ad run in print across the state of North
Carolina.
$315 – reach 1.7 million households. |
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Illinois State Wide Classified Network
|Rate
Card
Run your ad in 390 newspapers to an estimated 4.7
million readers.
Ads Start At $225.00
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North Dakota State Wide Classified Network
Have your ad run in 89 different papers with total
circulation around 400,000.
$139.00 For Your 25 Word Ad |
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Iowa State Wide Classified Network
Run your ad in 248 newspapers to an estimated 1.2
million readers.
$275.00 For Your 25 Word Ad
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Ohio State Wide Classified Network
Have your ad run in 155 different newspapers with
estimated 1.5 million circulation.
$295.00 For Your 25 Word Advertisement |
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Kansas State Wide Classified Network
Have your 25 word ad run in 140 Kansas papers to an
estimated 1 Million readers.
$300 For Your 25 Word Ad
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Oklahoma State Wide Classified Network
Have your ad run in 186 Different papers reaching an
estimated 1.3 million readers.
$285.00 For Your 25 Word Ad |
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Kentucky State Wide Classified Network
Have your ad run in 70 papers to an estimate 800,000
readers.
$250 For Your 25 Word Ad
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Oregon State Wide Classified Network
Have your ad run in 80 different newspapers to an
estimated 500,000 readers across Oregon.
$250 For Your 25 Word Ad |
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Louisiana State Wide Classified Network
Have your ad run in 121 newspapers to an estimated
1.2 Million readers.$265.00 For Your 25 Word Ad |
Pennsylvania State Wide Classified Network
Have your ad run in 158 different newspapers with an
estimated circulation of a 2.5 Million.
$450 For Your 25 Word Ad. |
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Maryland State Wide Classified Network
Have your ad run in 126 papers with an estimated 2.2
million circulation.
$495.00 For Your 25 Word Ad
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South Carolina State Wide Classified Network
Have your ad run in 101 different newspapers to an
estimated 2.8 million readers.
$360 For Your 25 Word Ad |
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Michigan State wide Classified Network
Have your ad run in print across the state of
Michigan to 140 different newspapers. 2.2 million
circulation with an estimated 4 million readers.
$299.00 For Your 25 Word Ad
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South Dakota State Wide Classified Network
Have your ad run in 128 different newspapers with an
estimated readership of 700,000 people.
$139.00 For Your 25 Word Ad |
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Minnesota State Wide Classified Network
Have your ad run across the state of Minnesota to
different 230 newspapers and nearly 2 million
households.
$199 For Your 25 Word Ad
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Virginia State Wide Classified Network
Have your ad run in 98 different papers to an
estimated 1.1 million households.
$250 For Your 25 Word Ad. |
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Missouri State Wide Classified Network
Have your ad run to 209 different papers reaching an
estimated 2.2 million readers.
$300.00 For Your 25 Word Ad
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Washington State Wide Classified Network
Have your ad run in 84 papers to an estimated
900,000 different households.
$195.00 For Your 25 Word Ad |
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Montana State Wide Classified Network
Have your ad run in 66 different Montana newspapers
to an estimated 240,000 homes.
$129.00 For Your 25 Word Ad |
Wyoming State Wide Classified Network
Have your ad run in 42 different newspapers reaching
a total of 179,000 households.
$135.00 For Your 25 Word Ad |
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